Tiger Beer, a beer created in Singapore - a nation in tropical Asia - was launching a new variant Tiger Crystal. Tiger Crystal is brewed at -1°C, which gives it an extra refreshing taste - something perfect for the heat of tropical Asia – countries like Singapore, and neighbouring countries like Malaysia, Thailand and Sri Lanka, which are dark markets where beer advertising is not allowed.

Tiger Beer wanted to communicate to a Gen Z audience the intrinsic product benefit of Tiger Crystal – that it was extra refreshing and made for the tropical heat. But Tiger wanted to do it in a way that would resonate with Gen Z audience and work for dark markets where traditional beer advertising was not allowed.

The idea was to create the first puffer jacket for the tropics - to show the world how refreshing Tiger Crystal could feel. The puffer had a built-in cooling-system that was powered by ice-cold Tiger Crystal. Simply insert a can or bottle of Tiger Crystal and feel the refreshment.

In Asia, people go crazy for trends. And in Gen Z fashion, nothing's trendier than puffers.

But no matter how trendy the fashion world made puffers, they were too hot for the tropics.

So to demonstrate our key message -- that Tiger Crystal is ultimate refreshment -- we created a puffer jacket for the tropics, cooled by Tiger Crystal.

Our target audience was Gen Z drinkers in the tropics who wanted to follow the puffer trend, but weren't able to because of the tropical climate. Now they could, thanks to the refreshment of Tiger Crystal.

We created a fashion lookbook showcasing the puffer on the streets of Asia, as well as making-of film and a launch film that explained how Tiger Crystal was responsible for cooling the jacket down. We distributed these assets to the world's biggest fashion news outlets, the ones our target audience followed religiously.

Tiger partnered with Izzy Du, a designer known for her iconic puffer creations.

Using the same cooling tech that NASA uses in space suits - a liquid cooling and ventilation garment - we created a puffer with a mesh of internal cooling tubes that could reduce the body's surface temperature by up to 5°C, for up to 2 hours. All the user had to do is insert an ice-cold Tiger Crystal into a cooling tank that was custom-made to fit Tiger Crystal bottles and cans.

Tiger launched the puffer at Paris Fashion Week, to drive desirablity through influencers and the fashion press. Then Tiger brought the puffer to Asia's hottest dance music festival so Gen Z drinkers in Asia could experience it for themselves.

The Tiger Summer Puffer earned over 500+ million media impressions, getting people talking about the ultimate refreshment of Tiger Crystal. With coverage in numerous fashion publications around the world, such as Hypebeast, Hypebae, Esquire, DesignBOOM, Dazed, Taxi, Metro, Mashable, Daily Mail, and more, Tiger was able to get the fashion world talking about how Tiger Crystal was able to provide ultimate refreshment - even refreshing a puffer jacket for the tropical heat.

This earned buzz led to double-digit volume growth for Tiger Crystal. Events in which drinkers could experience the exclusive Summer Puffer for themselves also doubled as trial experiences for the beer - drinkers could feel the refreshment of Tiger Crystal by wearing the jacket, and by tasting the beer.